Which of the Following Criteria Should a Marketing Manager Use

question 197

Multiple Choice

Which of the following criteria should a marketing manager use when segmenting a broad product-market?

• A) The segments should be operational--i.e., only quantitative dimensions are useful.
• B) The people in different segments should be as heterogeneous as possible with respect to their likely response to marketing mix variables.
• C) The people within a market segment should be as heterogeneous as possible with respect to their likely response to marketing mix variables.
• D) The market segments should be substantial--i.e., big enough to minimize the firm's costs.
• E) All of the above.

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